Perspective of the consumers on neuromarketing according to their demographic characteristics and decision-making styles

The aim of this study is to determine the perspective of the consumers on neuromarketing according to their demographic characteristics and decision-making styles. In this direction, a questionnaire was applied to the students of Recep Tayyip Erdoğan University in Rize province (n = 346) in 2018. According to the results, women make instant purchases more than men and they are experiencing a complexity of information. Men prefer to avoid shopping. Most of the participants consist of students who exhibit a perfectionist consumer style and who prefer to buy the products at a discount and who are aware of the knowledge of neuromarketing. Although neuromarketing techniques are found to be exciting, they are undecided about the side effects of medical devices used in research and participation in such research. Research hypotheses were tested by non-parametric tests, Mann Whitney U Test, Kruskal Wallis Test and Spearman Correlation Analysis since the data were not normally distributed. 11 out of 46 hypotheses were accepted. As income level increases, price orientation decreases, instant purchasing and perfectionism increase. From the perspective of neuromarketing, no significant relationship was found between the consumer styles dimension such as price sensitivity, instant purchasing, habit purchase, information confusion and avoidance of shopping. A positive relationship was found between perfectionism, brand and fashion sensitivity, and finding of neuropsychology ethical. Keywords: Neuromarketing, consumer, consumer behavior, customer's decision making styles